Factors Affecting the Adoption of Electronic Word-of-Mouth in the Tourism Industry
Soumava Bandyopadhyay

Abstract
This paper proposes a theoretical framework to explain the factors that influence consumer adoption of electronic word-of-mouth (eWOM) in the decision to purchase travel-related services. Adoption of eWOM is posited to be influenced by the perceived usefulness of eWOM. The perceived usefulness of eWOM, in turn, is expected to be influenced by the nature of eWOM characterized by message basis, positivity, valence, elaborateness, and timeliness; eWOM quantity; source credibility in the form of message forum type, reviewer identity disclosure, expertise, and reputation; and consumers’ prior knowledge of the services being considered. Managerial implications of the framework are also discussed.

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